customer data Max Jolly, dunnhumby 1

the loyalty of their customers a company’s only asset A company built in a simple premise Loyalty as a way of business, not a promotion the loyalty of their customers

the customer model The way we deliver value to clients 3 the customer model The way we deliver value to clients Our brilliant work helps companies put the customer at the centre of every decision. All our work starts with data. We primarily use sources that reflect behaviour, such as transactions and loyalty cards but also overlay research, media and online data. We then turn this data into data insights that tell us what action to take. We personalise the experience by enabling our clients to deliver a more relevant offering to each customer, both in communications and in the retail environment, on and offline. This helps our clients demonstrate their loyalty to their customers. We work with clients to change the organisation, embedding the principle of ‘customer first’ into their everyday decisions and ways of working. Customers repay that loyalty by buying one more product, one more time. This increases sales and profit margin, or – put simply – grows measurable value for our clients. 3

what we have to understand 4 what we have to understand attitudes drivers of behaviour behaviours transactions profit 4

Attribution and context

big data to big insight: improving categories the right product… in the right store… for the right customer

big data to big insight: 1 to 1 marketing 7 big data to big insight: 1 to 1 marketing 7

Architecture of serendipity

crossing the digital divide 9 crossing the digital divide 9

95% of that growth has come from existing customers from big insights to big results Fiscal year 2002, total sales $51.8 billion 2010 = $82.2 billion 95% of that growth has come from existing customers